Consumer Behavior

MENU FOR
TODAY:
1. Rice
2. Juice
3. Fried
Chicken
4. Pancit
Canton
5. Siomai
(2pcs)
6. Buchi
(1pc)
7. Chicharo
n (6pcs)

4
5

7
1

Kibig-kibig snack bar

Customer: Mayrelle Tabares
Chicken Lauriat
Combinatio
ns

Rice

Chicken

Juice

Utility

Marginal
Utility

50

50

80

30

100

20

Combinatio
ns

Rice

Pancit
canton

Juice

Utility

Marginal
Utility

30

30

60

30

80

20

Combinatio
ns

Rice

Siomai

Juice

Utility

Marginal
Utility

30

30

50

20

80

30

Combinatio
ns

Rice

Chicharo
n

Juice

Utility

Marginal
Utility

30

30

40

10

50

10

Combinatio
ns

Rice

Buchi

Utility

Marginal
Utility

20

20

40

20

50

10

Combinatio
ns

Pancit
Canton

Siomai

Juice

Utility

Marginal
Utility

40

40

60

20

60

Combinatio
ns

Pancit
Canton

Chicken

Juice

Utility

Marginal
Utility

40

40

70

30

80

10

Combinatio
ns

Pancit
Canton

Chicharo
n

Juice

Utility

Marginal
Utility

30

30

50

20

60

10

Combinatio
ns

Pancit
Canton

Buchi

Utility

Marginal
Utility

30

30

50

20

50

Combinatio
ns

Rice

Chicken

Juice

Utility

Marginal
Utility

40

-60

10

40

12

10

10

30

-10

14

12

12

30

16

14

14

20

-10

Marginal Utility
50
40
30
20
10
0
-10
-20
-30
-40
-50
-60

..

. . ..

As the quantity of
servings
increases,
Marginal Utility
decreases.

5 10 15 20 25 30 35 40 45 50
Quantity
(rice,chicken and
juice)

 The previous slide showed the graph of the

marginal utility of consuming rice, chicken and
juice first thing in the morning. As our customer
started eating, she told us it was very good. But
as she increase the amount of servings, the food
started to taste blunt and during that her utility
started to drop. And because she doesn't want
to waste food she decided to finish eating until
she got sick of it, which later on provided
dissatisfaction or "dis-utility".

 If we were to make a graph for utility, it would be

inversely proportional to that of marginal utility.
Because as the amount consumed of a
commodity increases, the utility (amount of
satisfaction a person gets from consumption of a
certain item) derived from the consumer from
the additional units, i.e Marginal utility (addition
made to utility, we get after consuming one more
unit) goes on decreasing.

 The greater the quantity of a commodity is

consumed, the intensity of desire
decreases and also the utility derived from
the additional unit.

Customers Preference
Basing on the above data, Rice, chicken
and juice is the best choice to offer our
customers.
It is preferable to serve this meal because
it's satisfying, all-in-one, "sulit", affordable
and tasty.

Complements and Substitutes

Menu or Food
Component

Complement

Substitute

Rice

Chicken

Pancit Canton

Pancit Canton

Chicken

Siomai

Consumer's Choice
In offering the chicken
lauriat, Kibig-kibig snack
bar
considered
the
consumer's taste and
preference.
Among
the
different
combinations the one that
has the highest Marginal
Utility is Rice. On the
otherhand Rice, chicken
and juice has the lowest
Marginal Utility.

Malutong, masarap, 80
pesos lang! Makamura na,
makasave pa!"

Group 1

Tabares, Mayrelle
Pineda, Deine
Sendaydiego, Cait
Abdulkarim, Yassher
Cadiz, Andrea
Deluso, Gaye